QFD Symposium Transactions
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The 17th Symposium on QFD (ISBN 1-889477-17-6)
LORD (Local Opportunity – Regional Development) and TASQUAM (Technical Assistance Services Quality Management): Applying QFD-based Applications for Quality Management of Technical Assistance Services in Regional Development Areas by Witold Edmond Witowski, Ph.D., Ministry of Economic Affairs & Labor, Poland
In Poland, over 400 business support organizations have applied for assessment and accreditation from the National Support Systems program overseen by the Ministry of Economic Affairs & Labour since its initiation in 1996. The program provides public financing to regional and local development projects and related technical assistance, training, and other services. As this involves a significant public funding, it is important to implement a clear and transparent method for evaluating the projects and programs. EU Directives of Polish regulations also recommend applying quality factors for programming, contracting and evaluating public-financed projects. Hence, a QFD-based methodology was developed to address the specific problems of the Technical Assistance services as well as compliance with the ISO 9001:2000 requirements.[Keywords: Government Assisted Programs, Government Funding Evaluation, EU Directives, QFD]
Kansei Engineering / Lifestyle QFD 2005
Lifestyle QFD: Incorporating Emotional Appeal in Product Development by Glenn H. Mazur, The QFD Institute, Japan Business Consultants, Ltd., USA
Outsourcing and the search for the lowest cost producer has lead to increasing commoditization of products. Companies in developed nations are searching for the next "edge" that will help them produced highly profitable, differentiated products and services. This paper explores an emerging area in applying QFD to lifestyle, image, and psychological needs. The basics approach, easily available software tools, and case studies will be presented, including a review of Boeing's application of these methods to their brand new B787 Dreamliner commercial aircraft. [Keywords: Lifestyle QFD, Kansei Engineering, Emotional Design, Dreamliner 787]
Six Sigma 2005
Driving Cultural Acceptance in a Six Sigma Implementation by Mike Scutero and Doug Conklin, Quest Diagnostics, Inc., USA
When business leaders desire an expansion of continuous improvement techniques, they must increase their awareness regarding cultural acceptance. To transition a business that has successfully employed classical Six Sigma DMAIC defect-reduction methods into a business that fully embraces the Lean and Kaizen method-variation reduction techniques requires a re-visitation of the cultural enablers, behaviors and anchors. Often this is easier said than done. This presentation will discuss an interesting application of QFD for identifying the right behaviors to accelerate business performance and translate company values into action.. [Keywords: Six Sigma, DMAIC, Lean, Kaizen, Corporate Culture Change]
The Essential Role of QFD in Design for Six Sigma (DFSS): Modern QFD for Modern TQM by Richard Zultner, Zultner and Company, USA
DFSS is an approach to prevent problems in the first place, and to incorporate positive customer satisfaction into the initial design intent from the beginning. Experienced QFD practitioners will immediately recognize the role they can play in DFSS, in which the House of Quality is one of the core tools. As QFD has continued to evolve since its "4-House" model, however, our latest tools can help DFSS professionals make their training programs more competitive. For example, we now incorporate strategic planning, project selection and management, customer visits, identifying unspoken needs, and a valid mathematical model for the DFSS transfer function.Six Sigma Black Belts and Master Black Belts shall find this paper most useful. [Keywords: Six Sigma, DFSS, Modern QFD]
Supply Network 2005
Agile Supply Network Transition Matrix: The QFD-Based Tool for Creating an Adaptive Enterprise by Manisra Baramichai and Emory Zimmer, Enterprise System Center, Lehigh University, USA
One of the strategies that can help a company make a successful transition toward becoming an adaptive enterprise is to leverage the partnership and create agile supply networks through outsourcing. This research proposes a new QFD-based tool, Agile Supply Network Transformation Matrix, which can be used to relate the change domains with the strategies needed for agile supply network configuration. By addressing the relationships among the change drivers, change response capabilities, design principles, key deployment areas, and supplier selection strategies through the phase progression methodology, this tool can assist managers complete the entire transition process.[Keywords: Agile Supply Network, QFD matrix, Change Domains]
Vocational Training 2005
The Applicability of QFD for Designing Vocational Courses for Clothing Industry in Hong Kong by Yin Ping (Catherine) Chan, Dr. K. Chan, and Dr. S. F. Chan, Institute of Textiles & Clothing, Hong Kong Polytechnic University, Hong Kong
For decades, the Hong Kong clothing industry has been a leading supplier of clothing within the developed world as the receiving end of the global outsourcing practice. Now their position is being threatened by emerging countries that offer even cheaper labor and business costs. This paper reports a student thesis in development, on how one Hong Kong VETC institution is trying to embark on a new strategic direction through application of QFD to develop new courses that would best serve their customers in this changing global market and to prepare graduates who would carry on the future of the Hong Kong clothing industry. [Keywords: Vocational Training, Textile Industry, Traditional QFD, Hong Kong]
Appendix I: Bonus Case Studies 2005
QFD to Direct Value Engineering in the Design of a Braking System by Jim Dimsey, QFD Green Belt®, Hayes Brake, USA.
Case Study - Applying QFD for the development of the World’s First High-Quality 3D Home Theatre System by Pierre-Hugues Routhier, Sensio, Canada.
Defining Customer Needs for Brand New Products: QFD for Unprecedented Software Development by Richard Zultner, Zultner & Company, USA
QFD's role in Advanced Tactical Aircraft Development by Suzanne Bergman, Mcdonnell Douglass Aerospace - East, USA. Advanced aircraft design requires solutions to postulated future problems.
How QFD Saved A Company - The Renaissance Spirometry System by O. Kaelin, et. al.,
The 16th Symposium on QFD (ISBN 1-889477-16-8)
Critical Chain Project Management 2004
Maximize Shareholder Value in A Growing Economy —How Utilizing Critical Chain Project Management in Your QFD Can Maximize Shareholder Value Through Better Project Management and Getting More Done in Less Time by Tony Rizzo, Product Development Institute, USA
Many projects experience delays despite careful planning. Project managers, wanting to be realistic in project estimates, tend to build 'safety' into new project planning, while management, being pressed for decreasing time-to-market, tend to ax the project schedule: a vicious cycle. This paper proposes extending QFD's scope to include the project team's concerns for schedule and time-to-market, through utilization of Critical Chain Project Management, an application of the Theory of Constraints. Through examples of projects which successfully reduced the development time by 15-25% without increasing risk or resources, this presentation will explain how shifting paradigms in project management could benefit business and . [ Keywords: Critical Chain Project Management, Theory of Constraints]
Kansei Engineering 2004
Kansei Engineering for Commercial Airplane Interior Architecture by Jeanne Guérin, Human Factor Specialist, The Boeing Company, USA; Glenn Mazur, QFD Red Belt®, Japan Business Consultants, USA.
Kansei Engineering process was used to ease the difficult task of down-selecting the final interior architecture concept for the Boeing's new commercial airplane that is under development. This paper reports the Kansei experiment performed by the design team, simultaneously with several other methods in a project that is still on-going. To be presented at the symposium are: the Kansei Engineering methodology used for this project including extraction of the Kansei words from a market research study, the Kansei Domain and Physical Domain, examples of Kansei Engineering matrices and software, and the results, as well as the experience and lessons learned by the project team[Keywords: Kansei Engineering, Lifestyle QFD, New Product Development, Human Factor]
Process Industry 2004
Implementing QFD for Product Development through Action Research by P. A. Cauchick Miguel, Quality & Methodology Research Group, Faculty of Engineering, Methodist University of Piracicaba, Brazil
A number of organizations have implemented QFD, but to what degree is a question that is difficult to tell from outside. This paper reports a research project which began in 2000 in Brazil, in which a case study of QFD implementation by a flexible packaging film manufacturer is examined. The paper covers the new product development process employed by this company, how QFD was part of their product development practice, in what stages QFD was used, data and results of this three year research project, and the results of QFD implementation in a pilot project. [Keywords: QFD, process industry, Brazil]
QFD Methodology 2004
QFD for Innovative Companies: Using Voice of Customer to Focus Opportunities by Glenn Mazur, QFD Red Belt®, Director of QFD Institute, President of Japan Business Consultants, Ltd., USA
America's technology-driven juggernaut roars unabated by economic uncertainty, employee outsourcing, and even international opinion. Our innovative capacity is the engine for a successful tomorrow. Yet, both marketing and engineering groups within these companies complain of the same problems: too many opportunities with too few resources, products too new for customers to define their requirements, and an organization too immature to cope with it all. What is needed is a systematic, repeatable approach to: prioritizing projects and allocating human, schedule, and budget resources accordingly; exploring key customers for those projects to discover unspoken needs that can win customers away from the current technology; and organizing management and technical processes to efficiently deliver value to all stakeholders. This paper shows some of the major front end deployments in QFD, including Strategy Deployment, Project Deployment, Customer Deployment, VOC Deployment, Quality Deployment, Schedule Deployment, as well as key processes and tools, to achieve this.[ Keywords: Modern QFD tools, Strategy Deployment, Project Deployment, Customer Deployment, Voice of Customer Deployment, Quality Deployment, Schedule Deployment]
Appendix I: Select Papers from North American Countries 2004
Sensio - The Evolution of a Revolution: QFD Applied to the Development of New Businesses by Pierre-Hugues Routhier, Sensio, Canada
Large Scale System Redesign Using QFD by Robert Gerst, Converge Consulting Group Inc., Canada
Prioritizing Customer Needs at Spectator Events: Obtaining Accuracy at a Difficult QFD Arena by Francisco Tamayo-Enríquez, Arnecom; González-Bosch, Mercadotecnia Estrategia Dirigid; and Javier Santa Cruz-Ruíz, Mexico.
The 9th International Symposium on QFD (ISQFD'03–Orlando) and The 15th Symposium on QFD (ISBN 1-889477-15-X)
Automotive / Reliability 2003
QFD for Preventing Failure by Masaaki Todoroki, Q-tech Consulting Co., Ltd., Japan
Ever-changing product conditions have made traditional reliability activities less effective because it has become increasingly difficult to verify individual design values and process control values in a short term development. QFD has had a component of reliability deployment but often this is not put into practice. This paper proposes a method that combines FMEA and QFD to address this issue. The proposed method can predict failures and determine the design values and process control values through the use of a quality table, thus determining the conditions for failure prevention. [Keywords: automotive QFD, FMEA]
Concurrent Engineering 2003
QFD, MATE-CON and 3DCE - A Truly Collaborative Product Development Process by Esteban Guerrero and David Stagney, MIT Leadership in Manufacturing Program, Mexico/USA.
Design engineers look at their supply base to design products as they need to know their technical capabilities and price. Concurrent engineering guidelines require companies to design products and processes concurrently. Then it is only natural to design product, process and supply chain simultaneously, that is the concept of 3DCE (Fine, 1998) which working process has not yet been found in industry. The authors developed an overarching framework that defines a 3DCE process in which QFD is used to best read customers’ needs and translate stakeholders’ requirements into attributes and MATE-CON (the Multi-Attribute Tradespace Exploration with Concurrent Engineering tool) is used to best conduct a tradeoff process among Engineering, Manufacturing, Marketing and other stakeholders.
Consumer Electronics 2003
Sensio - The Evolution of a Revolution: QFD Applied to the Development of New Businesses by Pierre Routhier, Sensio, Canada
The next chapter in one of the 2002 presentations. Sensio's world's first Stereoscopic Home Theatre System was the fruit of a four-year effort in QFD and Value Management, which led to an instant success. The next logical step was to bring this immersive experience to larger market venues. Building on their earlier product development success, Sensio again set to invest in understanding and integrating the needs of its customers and partners. This case study will follow the different phases of this new product's development, and demonstrate the system developed by Sensio to define which needs are assessed at which stage of the development process to maximize the effectiveness of the marketing and engineering efforts.
Using QFD to Select an Explosive for an Army Munition by Richard Rhinesmith and Bruce Williamson, US Army Armament Research Development and Engineering Center, USA
QFD was used by a team from the U.S. Army's "Excalibur" 155mm artillery munition development program to down-select among several "Insensitive Munition" (IM) explosives candidates. This paper describes the lessons learned from conducting this "real world" effort, where issues such as safety, schedule, cost, expert judgment, and multiple customers and interests compete for supremacy. Was QFD a success in this application? Should it be used in something so specialized and potentially hazardous as the arcane world of explosives development and use? Should this be better left alone to the experts who use their traditional methods of haggling things out? These and other questions will be addressed in this talk.
The Next Generation Explosive Ordnance Disposal (EOD) Robotic Controlled Vehicle: Using QFD to Define the Operational Analysis by Bruno Eddy and Dave Schroeder, QFD Green Belt®, Applied Research Associates; and Glenn H. Mazur, QFD Red Belt®, Japan Business Consultants, Ltd., USA
In this Operational Analysis (OA), QFD was used to identify and quantify DoD user requirements for the next generation EOD remote controlled vehicle. The OA data was obtained using joint armed service focus groups, surveys, and one-on-one interviews with 322 DoD unit-level EOD technicians. This paper presents the NGEODRCV Operational Analysis, including the methodology, process, and a prioritized list of seventy technical characteristics. This OA identifies user prioritized technical characteristics and desired abilities, and will aid program managers in identifying technology solutions and prioritizing developmental efforts for the Next Generation EOD Remote Controlled Vehicle.
Education, Online Delivery 2003
e-Learning System for QFD with improving contents and mentoring in "e-TQM" Project) by Masanobu Yoshikawa, Yoshimichi Watanabe, and Hisakazu Shindo of University of Yamanashi, Japan; Masao Takeshita of Japanese Standards Association; and Naofumi Takayama of SYNC Information System Co., Ltd., Japan
This research examines the learning patterns of the students participating in the Internet-based e-learning programs in order to develop an effective online TQM course that provides both support and educational ease to the students, as well as evaluation formula and quality control. It examined these issues: (1) How to automatically collect data on students' learning process; (2) How to analyze the data so we can find ways to improve the content and learning; and (3) How to discourage students from retiring. The result is an e-learning system for an online TQM course that alerts instructors when to update the contents, when to mentor students, and. The finding has been implemented in some of the online courses offered by the Japanese Standard Association.
Government Project 2003
Large Scale System Redesign Using QFD by Robert Ge rst, Co nverge Consulting Group Inc., Canada
This paper reports QFD applications in the public sector large system design. It describes the consulting firm's experience in using QFD to: 1) analyze and redesign the system of funding and service delivery in providing support for those living with HIV/AIDS in southern Alberta; and 2) analyze the entire social and health services (human services) system for the regional municipality of Wood Buffalo in Alberta; and 3) analyze and redesign the system for providing services to the deaf and hard of hearing in the city of Calgary. The resulting benefits and reactions of the local government agencies are also included in the report, as well as other potential areas of QFD application.
Adapting QFD for Evaluating Employment Initiatives by Geert M.J. Clijsters, Limburgs Universitair Centrum, Belgium; Maurice J. Oude Wansink, OWP Research, The Netherlands; Ludo M.K. Peeters, Limburg University Centre, Belgium; and Wolfgang E. Baaske, Studienzentrum für Internationale Analysen, Austria
QFD is applied to obtain quality scores for local employment initiatives, enabling them to monitor, evaluate and benchmark themselves. Calculating quality scores of products (employment initiatives), instead of identifying core quality characteristics (performance measures) expands the standard application possibilities of QFD. However, several methodological issues arose, and the authors introduced a nonparametric approach to scale efficiency. Yet, some other problems could not be solved within the framework of this research, requiring further study. This paper partly refers to the interim results of the European project Evaluation Tools in Support of Local Commitment for Employment, a European Community funded project with partners in Belgium, Germany, Italy, Ireland, The Netherlands and Austria.
IT Project Management 2003
Quality Infrastructure Improvement: Using QFD to Manage Project Priorities and Project Management Resources by James LePrevost, QFD Green Belt®, National City Bank and Glenn H. Mazur, QFD Red Belt®, Japan Business Consultants, Ltd., USA
National City Bank has applied QFD to help identify and prioritize the needs of the customers, and then used these findings to evaluate each IT project for its benefit contribution and degree of complexity so that appropriate resources can be assigned. This paper reports customization of the QFD process through the QFD Green Belt® training of the QFD Institute, development of a list of internal customer needs which became the criteria for determining project benefit, and further development of another set of criteria for determining project complexity and technical skill level required to work on the project. This case study demonstrates how IT projects can be prioritized and optimum human resource assignment can be determined through the use of QFD in order to deliver the greatest value to the customers. The paper will include charts and matrices defining the process.
Knowledge Management 2003
QFD and Administrative Knowledge Management by Yoji Akao, Ph.D. and Kei Inayoshi, Lecturer, Faculty of Management Studies, Asahi University, Japan
This Keynote proposes the use of Knowledge Management to accommodate the short and long-term needs of citizens. Traditional QFD tools such as Scene Deployment, Affinity Diagrams, AHP, and Quality Tables will be employed to identify and prioritize public sector job functions and detailed governmental tasks.
Lean Manufacturing 2003
QFD application for tackling Internal Customers Needs as a base for building a Lean Manufacturing System by Javier Santa Cruz-Ruíz; Francisco Tamayo-Enríquez, and Verónica González-Bosch, Mercadotecnia Estrategia Dirigid, Mexico
In the fast-paced and lean economy that modern manufacturing nowadays has as its environment, we propose that the ability of applying QFD tools and principles along the whole manufacturing chain will turn critical, mainly because of 2 factors: (1) Lean Manufacturing allows no waste  and therefore, a complete match between resources and customer needs is required. (2) Rapid organizational redesign is needed to adapt to the ever-evolving customer needs and therefore company-wide understanding, alignment of purpose and common language (memes) are required. A successful application of an internal customer case will be presented as a reference for implementation.
QFD Application in Concrete Industry by Emin Arca, Marmara University, Turkey; S. Serdar Yoruk, QFD Green Belt®, Marmara University, Turkey; and Esra Atac of Yeditepe University, Istanbul, Turkey
This paper shows an application of QFD in the development of a new plasticizer product used in concrete production. The QFD team used the results of a survey applied to 17 plants in Turkey to prioritize the customer requirements and determine the focus areas of product and related services to achieve high market share and customer satisfaction. The customer's evaluations of the two competing firms were also taken into consideration.
QFD Theory / Math 2003
Linear Algebra for QFD Combinators - A Tutorial for QFD Practitioners: How to Combine Measurements with Deployments by Thomas Fehlmann, Euro Project Office, Switzerland
One of the most prominent tools in QFD is the matrix. Matrices are well known in mathematics as a means to represent linear mappings between vector spaces. We use similar matrices to represent cause and effect correlations. From this viewpoint we immediately face two questions: 1) Is the matrix invertible?; and 2) What does it mean when it is? On a more practical side, one might have this question: The matrices are constructed from the cause and effect relationships. Thus they represent a linear mapping from the solution space into the goal space. However, when calculating the solution weights, we use the matrix the other way round. Is this correct? This paper gives answers both from a mathematical viewpoint and from practical experiences.
Prioritizing Customer Needs at Spectator Events: Obtaining Accuracy at a Difficult QFD Arena by Francisco Tamayo-Enríquez, Arnecom; González-Bosch, Mercadotecnia Estrategia Dirigid; and Javier Santa Cruz-Ruíz, Mexico
Once customer needs are extracted from customer verbalizations and field observations, it is critical to understand the relevance that each need has to customers. Accurate information must come directly from customers, but sometimes due to the complexity of gemba this information needs to be obtained very quickly. Direct evaluation of needs without tradeoffs is easy to perform, but can lead to serious deviations from reality. On the other hand, comparison-based techniques such as AHP may be impossible to perform effectively at some gemba. An effective solution was devised by the authors while applying QFD for improving services at spectator events.
Six Sigma 2003
Integration of QFD into Design for Six Sigma by Gregory H. Watson, Business Systems Solutions International, Inc., USA
This keynote presentation describes a Six Sigma Design architecture that uses QFD to structure the design process and apply it as a program management tool across the entire DFSS process, making it the organizing principle and methodology hat links all tools and methods into a coherent whole.
The Integration of Comprehensive QFD, TR IZ, and Six Sigma in an Axiomatically Driven Total Product/Process Development System by MS Slocu m, Break through Management Grp; Ellen Domb, P G Q Group, USA
This paper shows a math exercise on an application of the methodological integration where TP2DS from the given condition of SN through the establishment of PV's.
QFD for Software Development Considering Future Design Risks by Yuji Kyoya, Kunio Noguchi, Takashi Nakano, Tatsuhiro Nishioka, Software Engineering Center, Toshiba Corporation, Japan
Software systems often suffer from frequent specification changes and function-oriented understanding of the Voice of Customers (VoC), exposing the business to future risks such as inconsistency in the required specifications and increase in maintenance cost. This paper proposes Software-FMEA to avoid these risks during the phase of requirement analysis. The proposed method additionally aims to address the Voice of the Managers (VoM) by paying as much attention to it as much as to VoC, so as to ensure maintainability and fail-proof future expansion. The process of software designing from requirements analysis through policy extraction of a software design, and the resulting effects are also discussed.
The Support of Quality Function Development by the Customer-orientated Evaluation of Software Tools by Georg Herz wurm and Stefan Reiß, University of Stuttgart Information Systems, Germany
This paper reviews available software tools and rates them on the basis of a customer orientated evaluation, in hope to develop an evaluation system that is able to rate the value of customer orientated software. Two interview series with members of the QFD Institute Germany (QFD-ID) and international subscribers of the QFD-ID mailing were made on the basis of the evaluated conception.
QFD as a Model for an E-Intelligent Revolution by Verónica González-Bosch, Mercadotecnia Estrategia Dirigida; Francisco Tamayo-Enríquez, Arnecom; and Javier Santa Cruz-Ruíz, Mexico
In the information era, success will be of those who are able to think, learn, solve problems and take effective actions faster and better. This paper proposes the concept of Organizational Intelligence conceptual formula, speed of change for adaptation capability, and organizational e-Intelligence, a fundamental element for e-businesses success. Looking at a example of restaurant.com, a Mexican dot-com who uses QFD to develop core strategic decisions and redesign, the authors propose that QFD Systems can significantly increase E-Intelligence and help in the development of these characteristics.
Customer Driven Strategy: Solving the Fuzzy Front-End Using Outcome Based Segmentation and Innovation by R. Hunt, Ph.D., Mac quarie University, Sydney, Australia; Mike Walker, Customer Driven Strategies Pty Ltd, Brisbane, Australia.
This paper discusses mainly on the issues in the fuzzy front end of strategy, such as what markets should an organization operate, what gives an organizaiton a unique, valuable position in the market. The paper also gives an overview of the rest of the strategy process.
Business Priorities and Quality Function Deployment: A Case Study by T.K Ch uan and Vij ayalakshmi Ragh avan of National University of Singapore, Singapore; Puh azhendi Kal iyappan and Ra vi Ram aswamy of GE Medical Systems, India
This paper integrates the two concepts of circle-of-control and the effort-impact matrix into QFD to help objective analysis of feasibility and organizational efficiency in implementing technical attributes.
The 14th Symposium on QFD (ISBN 1-889477-14-1)
QFD to Direct Value Engineering in the Design of a Braking System by Jim Dimsey, QFD Green Belt®, Hayes Brake, USA
In designing a new braking system, QFD was used to determine the importance of various functions of a braking system and performance levels to users, and subsequently to design both a lower-cost alternative as well as a high performance model. This paper will present the customer evaluation process including a web-based questionnaire, the deployment through the House of Quality to a Function Analysis, multiple cost modeling studies, and the design concepts that were created and proposed to the OEM.
Commodity / Materials 2002
Improving Technical Support to Make Commodity Products More Competitive by Henry Hearon, QFD Green Belt®, GCC Rio Grande, USA; Glenn Mazur, QFD Red Belt®, Japan Business Consultants, Ltd., USA
How does one take a commodity that is essentially unchanged for hundreds of years and develop a competitive position that is based on something more than a cheap price? GCC, a cement company from Mexico with expanding sales in the US, used QFD to create the customer value that set them apart from competitors without resorting to a bottom price. This paper details the journey that started with well planned Gemba visits, as well as a one-year follow up to this QFD study.
Design for Six Sigma (DFSS) 2002
Integrating QFD and Design for Six Sigma by Charles Huber, QFD Green Belt®, Seagate Technologies, USA
Amid the shift from inspection-based quality to design-based quality, zero defect or 3ppm defect levels are being achieved by design through QFD, design of experiments, failure mode analyses, and other quality tools. Even greater gains can be made, however, when DFSS is combined with QFD to assure not just an absence of defects, but true value as defined by the customer. This case study will present how the goals of DFSS can be achieved and surpassed through the complimentary usage of QFD.
Electronics / Entertainment 2002
Case Study - Applying QFD for the development of the World’s First High-Quality 3D Home Theatre System by Pierre-Hugues Routhier, Sensio, Canada
You found a concept for a revolutionary new technology. You develop this technology and apply it to a product with intent to sell. This is more or less how technological start-ups traditionally roll out a new product to the market. The problem with this approach is that you have not necessarily accessed the needs of your customers... Aware of this pitfall that many have fallen, Sensio, a Montreal-based immersion technology company took a different path. The team selected QFD to do the task, in addition to using the Parametric Paired Comparison tools, focus groups and trade shows to collect the Voice of the Customer. The process ensured not only end customer delight but also the whole value chain of more than 10 strategic partners that created a whole new industry. A QFD case study on a brand new product - the world's first high- quality 3D home theater system.
Deploying and integrating education system indicators with QFD - An Application Case by Ricardo Hirata Okamoto and José Carlos Arce Riobóo, Keisen Consultores, S.A., de C.V., México
This paper presents the Comprehensive QFD approach that has been undertaken at the Education Ministry of the State of Guanajuato in México (SEG) in order to identify specific strategies for improvements in the nation's educational system and manage them. The study will examine a various indicators of the educational delivery system including the central and local governments, internal processes of the management, administration, schools, and financial and societal impacts. The final phase of this effort will use the Balanced Score Card to implement a management information system that would monitor the whole educational indicators system, as well as SAP (Systems, Applications and Products in data processing).
How a Successful QFD Project for a Niche Product Eventually Changed the Entire Organization (Keynote) by Todd Hoff, CEO, Continental Rehabilitation Hospital San Diego USA; Ed Chaplin, M.D., Continental Rehabilitation Hospital San Diego, USA
Using Comprehensive QFD, a niche product in healthcare was redesigned. The result doubled the service volume and led to another project – redesign of the core competency of physical rehabilitation services. The paper will report the application of QFD as a path provider for the hospital’s financial success, the 3-yr progress and challenges.
Using QFD Principles to Develop Vision, Mission and Top Level Strategy by F.Xavier, Schindler Lifts Australia Pty Ltd, Australia; Robert Hunt, Ph.D., Macquarie University, Sydney, Australia
This paper describes an application of a QFD-based strategic planning in order to develop the vision and mission of an organization, and to deploy key strategies for implementation.
Supplements I: Featured QFD Case Studies and White Papers
- "Gemba Research in the Japanese Cellular Phone Market"
- "Bagel Sales Double at Host Marriott - Using Quality Function Deployment"
- "Defining Customer Needs for Brand New Products - QFD for Unprecedented Software"
Supplements II: List of Abstracts 1989-2001
The 13th Symposium on QFD (ISBN 1-889477-13-3)
Performance Excellence - A QFD Approach by James P. (Jim) Walden, Boeing Airlift and Tanker Programs
This QFD analysis is being undertaken to help Boeing Airlift and Tankers better understand how well the How's (A & T's major thrusts and initiatives) address the What's (the 18 items within the Criteria for Performance Excellence), analyze relationships for synergy/trade-offs, identify gaps and redundancies, and bench-mark progress against other organizations through competitive comparisons. The paper will include a complete House of Quality and a detailed analysis of the relationship and correlation matrices, ratings, weightings, and comparisons.
Parametric Paired Comparison: A New Methodology for Rapid and Accurate Customer Needs Assessment by Pierre H. Routhier, Pratt & Whitney, Canada
In a technical environment where complex customer needs go far beyond "verbatim," assessment of needs and relative weights can become a daunting task. Facing these realities, a relatively simple yet powerful methodology - Parametric Paired Comparison (PPC) - was developed, to analyze and highlight critical customer needs in a fraction of the time, while eliminating bias and subjectivity. The methodology, which can be used for such complex products as aircraft jet engines, power generation systems and electronic devices in 1½ to 2 days, will be described in this presentation through real-life examples, as well as implementation guidance.
High Tech / Software / Telecommunication 2001
QFD Killed My Pet (Project) - Using QFD to Confirm Market Needs for New Technology by Dwight Delgado, Fusion UV Systems, USA; Glenn Mazur, Japan Business Consultants. Ltd., USA
We assumed customers would be as excited as us about the advanced technology of our new product. We were surprised at what they told us during our QFD-guided customer visits early in the development. To avoid disaster, we had to rethink our strategy and redesign a more successful product line. This paper shows how QFD can save high-tech companies from making costly market decision errors by determining customer benefit of a new technology or features before it actually commits resource.
Integrated "Demanded Quality Deployment and Quality Function Deployment (QFD) by Rajendra Prasad, Tata Consultancy Services, USA and Gargi Keeni, Ph.D., Tata Consultancy Services, India
The global competition among software companies increases the risk of not knowing what your customer needs are. The traditional zero bugs definition of software quality is insufficient to discover the latent needs of the customer in order to sustain this competitiveness. This paper will use Demanded Quality Deployment and a Quality Plan to identify customer needs and translate them into solutions.
Integration of Assembly Requirements in Early Stages of Product Planning (QFD) by Dipl.-Ing. Stefan Berger and Dr.-Ing. Jürgen Hoffmann, Fraunhofer-IPA/TEG, Germany
In simultaneous engineering, consideration for assembly issues is important in the early stages of product development. QFD was used to identify, substantiate, and rank internal customer wants concerning the assembly process. QFD was also used to identify possible target conflicts with quality features. This paper shows how designers of a leading Chinese telecommunication systems company use QFD to efficiently assess the as-assembly design in the design process.
Technical Services 2001
Applying Quality Function Deployment to Align Customer Needs to A Technical Service by Ian Ferguson, Ian Ferguson Associates, U.K.
A technical service organization often fails to understand major wants and needs of its customers. Sometimes the customer is not used to expressing the needs in a readily perceivable way. Using examples of how customers typically describe their situations, ways to interpret these statements, keys to assigning target values that measure benefit to both parties, and most important of all, what a technical service organization should be doing, are shown to be vital to consumer care and a profitable business.
Defense and Government 2001
QFD and The Office of Homeland Security by Glenn H. Mazur, QFD Institute, USA
The September 11, 2001 attack on the World Trade Center and the Pentagon and the passenger-led crash in Pennsylvania to avert an event worse catastrophe have led the President of the United States to form a new Office of Homeland Security. While QFD is not new to the US government, its use has mostly been within the command structure of a single entity, rather than across the very independent agencies of the Executive Branch or the Constitutionally independent Legislative and Judicial branches. This paper is a "call to arms" to the many QFD specialists within the government to use their talents to support the President's initiative to develop and implement effective homeland security activities.
Future Combat System Concept Development: Integrating Service and Product Requirements in QFD by Kirk Kirkpatrick, Lockheed Martin Missiles and Fire Control, USA; Maj. Shel Jones, US Army; Glenn Mazur, Japan Business Consultants, Ltd., USA
The US Army must consider the requirements of many new fighting scenarios in order to build adequate com-bat systems. QFD is used to better understand and prioritize mission requirements, translate them into system requirements, and then select the most promising technologies for further design and development. Lockheed Martin, a major weapon systems supplier has collaboratively guided them in this effort.
QFD within a Command & Control Environment by Peter Kimber, Perspective Solutions, Inc., Sweden
The rapidly changing political-military situation in NATO's area of interest and adjacent regions creates a wide variety of risks to be considered across the full spectrum of military operations in peace, crisis and armed conflict. The multi-directional and multi-faceted nature of the resultant risks requires a flexible planning process with a high degree of responsiveness for the command and control coalition operations. This case study presents the essential role QFD plays in NATO's Guidelines of Operational Planning and Command & Control process.
Business Strategy 2001
Roles of Executives in QFD (Keynote) by David Harbourne, President, Fusion UV Systems, Inc., USA
At this world's premier supplier of UV curing systems and services, QFD is positioned as a business strategy necessary to stay ahead of the rapidly changing business environment. Mr. Harbourne talks about the role of the executive as change agent in implementing QFD and the need for the executives to take risk and lead.
BEST Deployment: Desperately Seeking an Integrative Solution for Critical Times by Rick Ed geman, University of Maryland; Glenn Mazur, Executive Director, QFD Institute.
This paper examines environmental, economic, social, and technical sustainability as a model for future business excellence. It tries to link best business practices as defined by EFQM, Baldrige, and even Deming to the future of humanity. QFD can light the path for both sustainability and customer satisfaction.
General Industry 2001
Special Lecture: Customer Segmentation and Identification of Market Research Factors for QFD by Greg Watson, Chairman, American Society for Quality, USA
High tech products earn the bulk of their profits from the mainstream purchasers whose needs differ from those of the initial purchasers. This paper will use a new criteria - willingness to purchase - to segment customers, and links this to breakeven time, and a new dynamic interpretation of Kano's model. A case study of a computer switching system will be used to illustrate.
Customer Voice Board by Frank Zeihsel, Ph.D., founder of enbiz gmbh, Germany
The way customers communicate with business has changed dramatically in recent years. Today customer contacts occur at all levels and functions of an organization. This paper presents Customer Voice Boards, a systematic approach that connects the principles of systematic knowledge management with tools of computer supported cooperative work (CSCW). Knowledge management adds to the concept of Customer Voice Boards single processes of handling knowledge in the enterprise as well as the frame conditions needed for a successful implementation of these processes.
Measurement Dimensions within the Kano Model of Customer Satisfaction by Robert A. Spencer, Bergen Brunswig Corporation, California, USA
In this ongoing research, the Kano model is used to further explore the relationship between customer perceptions about what they would receive and the satisfaction they actually get from the product or service. New findings concerning the weight of customers' expected requirements, how they affect purchasing decisions, what roles they play in customer defections and long-term customer retention and other issues will be re-ported.
Flash QFD - An Interactive QFD Tutorial by A.J. L owe, Ph.D., UK; R.A. Hunt, Ph.D., Australia
This paper describes the development and testing of an interactive, Internet-based QFD tutorial, which was developed using Macromedia's Flash software.